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22 Principles of Mobile Website Design

While over half of all web traffic now occurring through mobile devices, it would seem more important than ever for websites to be designed and fully optimised for smartphone or tablet viewing. However, despite usage skyrocketing, mobile and tablet device conversion rates are stuck at just 21% of all online revenue.

22 principles of mobile website design

According to the Economist Intelligence Unit, 21% of people believe mobile devices take too long to process requests, 28% find the retailer’s site too difficult to make a purchase, another 17% find retailer apps too confusing and a further 31% find they are concerned about data security. So with this in mind – what can be done to ensure websites are inspiring real and long-term smartphone conversion?

22 principles to inspire mobile website conversions

1. Have a call to action front and centre so that it’s easy for people to see.

Sleepbear | Principles of Mobile Web Design

2. Keep menus short and sweet.

Sleepbear Menu | Principles of Mobile Web Design

 

3. Make it easy to return to the homepage, use your logo to link back.

River Island | Principles of Mobile Web Design

 

4. Don’t let promotions take over the homepage or interfere with navigation.

5. Make site search clearly visible on all pages.

Caterite | Principles of Mobile Web Design

 

6.  Make site searches relevant so that users can find the information they need.

Missguided Site Search | Principles of Mobile Web Design

 

7.  Include search filters to help users get accurate results.

Search Filters | Principles of Mobile Web Design

 

8.  Segment your search audience before they search, if possible.

Segmented site search | Principles of Mobile Web Design

 

9. Allow users to purchase as guests but encourage registration when possible.

Guest Checkout | Principles of Mobile Web Design

10. Make it easy. Use registered users’ information by pre-filling their details.

Autofill Web Forms | Principles of Mobile Web Design

 

11. Use click-to-call buttons so that users can speak to an operator if they need help.

Click to call | Principles of Mobile Web Design

 

12. Make it easy for a user to finish conversions on another device.

 

13. Offer users a number pad for field requiring number entry.

Mobile Number Pads | Sleepbear | Principles of Mobile Web Design

 

14. Choose the easiest ways for users to enter information, drop-downs, tick boxes etc

Web Forms on Mobile UX | Principles of Mobile Web Design

 

15. Make a visual calendar to make bookings and planning easy.

Visual Calendar | Principles of Mobile Website Design

 

16. Use clear instructions and real-time validation to minimise errors, tell users when they have not entered the correct information.

Form Validation | | Principles of Mobile Website Design

 

17. Design of forms is important – short and easy to read is key.

Design of forms | Principles of Mobile Website Design

 

18. Design all your website pages so they are optimised for mobile.

Optimise your whole website for mobile | Principles of Mobile Website Design

 

19. The images and layout should be legible.

Punk Power | 25 Principles of Mobile Website Design

 

20. Include high-quality close-ups of key images and key products.

Product Close Ups | 25 Principles of Mobile Website Design

 

21. Tell users if your website is better viewed as portrait or landscape.

 

22. Allow the user to locate shops or products ‘near me’.

Look up my nearest store | 25 Principles of Mobile Website Design

 


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